Former PlayStation boss Shawn Layden says the new multiplatform strategy by Xbox might actually work if handled correctly. It’s a bit of a double-edged sword too as Microsoft, with its recent declaration to start porting its first-party exclusives over to more platforms like PlayStation and Nintendo, can attract a lot more attention to its enormous list of IPs after a string of big acquisitions. At the same time, Layden is also concerned that Xbox might not be able to convince people to buy its consoles as a result.
Speaking to YouTube channel Kiwi Talks, Shawn Layden openly spoke about Xbox’s decision to make several first-party properties multiplatform. Just recently, Microsoft announced that Forza Horizon 5 would be coming to PS5, with rumours swirling about Halo: The Master Chief Collection and Gears of War also joining the lineup. In hindsight, Layden agrees that this is a very smart move by Xbox to essentially line them up as the next Sega, though the downside is actually getting people to buy Xbox hardware when the games can be found elsewhere.
Layden stated in the interview:
“Multiplatform is a strategy, particularly in a world where the cost of development is increasing dramatically. Multiplatform means widening your addressable market, as the marketing guys say. How do you create the fear of missing out, trying to do that by bringing everyone to your platform? Saying, ‘If you’re not here you’re missing out,’ but if it’s available on all platforms, that’s one of your marketing tactics. You can’t say it’s only available here if it’s available everywhere. So it’s a balancing act, right? I’m increasing my addressable market, that’s good. I’m making it harder to sell only on my platform.”
Whether this pays off for Xbox or not remains to be seen, though it’s also become clear that the company’s focus going forward will be on driving Game Pass growth, a pretty enticing way for players to enjoy day one releases for a modest monthly fee instead of paying full price.
Source: Kiwi Talks